Expectation gaps between stakeholders and web-based corporate public relations efforts: Focusing on Fortune 500 corporate web sites

This study investigates how Fortune 500 corporations use corporate-focused web site public relations efforts to prioritize different stakeholders while trying to meet the expectations of each stakeholder. The study found that shareholder needs are most often addressed by the corporations followed by consumers, community members, government agencies, and activists. The results of the study suggest there are expectation gaps between stakeholders and web-based corporate public relations efforts. The study also found differences in the way various industries target stakeholders with the exception of shareholders.

本研究探讨了《财富》500强企业如何利用以企业为核心的网站公关工作，在努力满足每个利益相关者期望的同时，对不同利益相关者进行优先级排序。研究发现，企业最常满足股东的需求，其次是消费者、社区成员、政府机构和活动家。研究结果表明，利益相关者与基于网络的企业公关工作之间存在期望差距。研究还发现，除股东外，不同行业针对利益相关者的方式存在差异。